Not All Corporate Social Responsibility (CSR) Is Created Equal: A Study of Consumer Perceptions of CSR On Firms Post Fraud
© 2020 Taylor & Francis Group, LLC. Through the lens of Resource-Advantage Theory, we find that consumer’s perceptions of CSR and CEO compensation influence their view of the firm in a post-fraud environment. Those who see CSR used in a post-fraud environment as a positive strategy prefer to see firms that engage in CSR that assists close stakeholders while those who do not like seeing CSR used as a strategy post fraud would prefer CSR that benefits the community at large. Our findings suggest that firms may wish to target consumers differently when communicating post-fraud CSR messages.
Journal of Marketing Theory and Practice
(2020). Not All Corporate Social Responsibility (CSR) Is Created Equal: A Study of Consumer Perceptions of CSR On Firms Post Fraud. Journal of Marketing Theory and Practice.
Available at: https://aquila.usm.edu/fac_pubs/18279